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Ikon out as Initiative wins Sony Music media account

Media agency Initiative and its wider parent group IPG Mediabrands has won the account for Sony Music after a competitive pitch.

The move is loss for media agency Ikon which is currently defending Myer and RAC which are currently both up for review.

Ikon says it chose not to be part of the  process. “We have worked with the Sony Music team for the last six years and have enjoyed every minute with our staff building some very strong relationships, both personally and professionally,”  said, Pat Crowley Ikon’s Sydney managing director.

The move sees Initiative Australia take the lead on the media account with sister agencies Marketing Sciences, Cadreon and Ensemble also to work on the account.

Denis Handlin, Sony Music’s chairman & CEO, Australia & New Zealand  said: “Initiative and IPG Mediabrands displayed excellent knowledge and sensitivity to the requirements of Sony Music’s business and the continually evolving media landscape.”

Initiative will start work immediately on the account.

IPG Mediabrands Australia executive chairman Henry Tajer said:  “We are truly delighted to win the Sony Music business and to create this new partnership. The key to being successful for Sony Music will be in the flexibility of how our diversified marketing and business capabilities combine with Sony Music’s broad and diverse business.”

Nic Christensen 

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